As an agency that appreciates a good beer every now and then, getting to work with MillerCoors, and Redd’s Apple Ale specifically, was a dream come true for us.
Redd’s Apple Ale is the beer for those looking to branch out, so when approaching the project, we knew that the sky was the limit. So we thought, “What if you got to throw apples in a bar like in the commercials?” Then, like an apple to the head, it hit us. What if to help launch Redd’s Apple Ale, we let users literally launch Redd’s with an 80mph apple launcher and a fully-stocked bar just itching to be destroyed, and what if we let users win prizes while destroying it? Thus, our Redd’s Launcher was born…
In almost no time at all, we had a fully-functional (only slightly terrifying to have in the office) Redd’s Launcher that was able to be controlled via an internet connection.
But we wanted to make sure this experience really satisfied the desire to destroy a bar, so we spent weeks imagining, designing, and building our very own Redd’s Apple Ale bar; it had everything from a 15-foot lit-up Redd’s sign to a pool table to a moose head on the wall. Then, we threw bullseyes all over it, letting eagle-eyed users get the chance to win prizes for their great shots.
But while all of that is great on its own, we wanted to branch out even further with the idea. “What if we added a bunch of special activations throughout the 12-day experience?” So, and I don’t want to give away any spoilers, we made sure that each day of the event was overloaded with anything and everything users might want to see hit with an 80-mph ball, making sure that this experience is just as enjoyable for those waiting to take control of the Launcher as it is for the user launching. Adding in things like live user-voting and a Twitter display, we’ve guaranteed that.
Get your trigger fingers ready for 12-days of non-stop destruction, brought to you by Redd’s Apple Ale.